Challenges of Nature’s Theme Park “Bass Pro Shops”

Topic: Business Analysis
Words: 780 Pages: 3

Introduction

The case “Bass Pro Shops: Creating Nature’s Theme Park for People Who Hate to Shop” explores Bass Pro Shops and how it provides customers with various unique products at affordable prices. According to Shin and Parker (2017), a marketing concept is a strategy that organizations adopt and implement to satisfy the need of the customer, maximize profit, increase sales revenue, and win the competition. The primary issue presented in this case is the failure to identify the right customer and satisfy their needs and wants. The case also presents a challenge of competition that Bass Pro Shops faces from other players in the market. Other areas of concern are advertising, branding, pricing, and promotion. Customers prefer unique but affordable products and services that address their various needs and wants in a specified location. In this view, the paper examines the challenges facing Bass Pro Shop and makes recommendations.

Problem Statement

Bass Pro Shops faces a major challenge of competition from other players in the market.

Data Analysis

Many business firms today are unable to identify the needs of the customer. According to Homburg et al. (2017), it is clear that consumers will favor products that offer quality, performance, and innovative features whilst putting customers first. Bass Pro Shop is providing and reaching all its customers even those that hate shopping with unique products and services at the comfort of their homes. Offering its products at affordable prices, the company enjoys returns on investment of $4.3 billion (Jain, 2017). In the last one year, over 200 million people visited Bass Pro Shop stores (Jain, 2017). Johnny Morris, the founder of Bass Pro Shop realized that in 1971 there were no identifiable firms to supply decent fishing tackle.

The competition in the market means that Bass pro Shop stores needs to change strategy and tact. The case points out to Cabela thatw as facing bankruptcy due to the competition in the retail online industry (Jain, 2017). According to the Game Theory, a serious business entity must be able to reason from the perspective of its rivals (Whitler et al, 2019). Therefore, Bass Pro Shop must realize the need to change tact before things turn for the worse just like its rival Cabela.

Advertising, branding, pricing, and promotion helped Brass Pro Shop attract many customers. The firm had national brands, and also developed a portfolio of store brands, including its first brand, Bass Tracker—the first and still-market-leading dedicated bass boat. By manufacturing and doing direct sales, Bass Pro Shops had not only lowered the prices for customers, but could also compete with its rivals in the market. For example, the Bass Pro Shop’s nature theme park was branded dynamic and cultivating and has attracted many adventurers globally. The firm influenced customers with the unsurpassed retail experience of its nature theme parks and various merchandise for every budget. In game theory, a large focus of every successful business is relationship building.

Recommendation

Any business that intends to make progress should identify their customer’s needs and work towards satisfying them. According to Rajagopal (2019), the concept of the planned behavior theory is that intentions toward behaviors can be predicted with high accuracy and foresee when someone will likely deviate from expected behavior. The firm can then promote or change behavior. A firm should also research its potential competitors with their strategies, and focus more on being the market leader in both innovation and quality products.

Implementation Plan

Action plan: Improve on marketing Strategies from January 1970 to December 1971.

Activities Period Action by
1 Market Research January to April 1970 Marketing team
2 Selecting Customer May to July 1970 Management and Marketing
3 Selecting product July to October 1970 Management and Marketing
4 Developing a business brand November 1970 to January 1971 Management
5 Building customer experience February to April 1971 Marketing team
6 Setting product distribution channels May to June 1971 Sales team
7 Promotional & budget July to October 1971 Sales team & finance
8 Customer service November to December 1971 Sales team

Control and Evaluation Plan.

Type of control Approach/Evaluation
1 Annual Plan control Sales, market and financial analysis
2 Profitability control Market profitability analysis
3 Efficiency control Efficiency of distribution, sales and advertising
4 Strategic control Marketing effectiveness

Conclusion

Customer satisfaction should be the utmost goal of any business firm. There is a need to adopt the above marketing implementation plan with a control and evaluation plan to enjoy market growth (Morgan et al., 2019). Organizations need to be alert of their competitors and identify their market segment to remain afloat and increase market share. To realize full benefits, the firm should adopt a marketing model and theories.

Appendix 1

References

Homburg, C., Jozić, D., & Kuehnl, C. (2017). Customer experience management: Toward implementing an evolving marketing concept. Journal of the Academy of Marketing Science, 45(3), 377-401.

Jain, A. (2017). SwimGuard: Making safety easy. Business and Technology, 1(1).

Morgan, N. A., Whitler, K. A., Feng, H., & Chari, S. (2019). Research in marketing strategy. Journal of the Academy of Marketing Science, 47(1), 4-29.

Rajagopal. (2019). Contemporary marketing strategy: Analyzing consumer behavior to drive managerial decision making. Springer.

Shin, H., & Parker, J. (2017). Exploring the elements of consumer nostalgia in retailing: Evidence from a content analysis of retailer collages. Journal of Retailing an Consumer Services, 35, 1-11.

Solomon, M. R. (2017). Consumer behaviour: Buying, having, and being. Pearson.